Amazon also reckons its new pair of slates are “almost 2x more durable than the latest generation iPad Air”.

They’ll also run on the latest version of Amazon’s mobile operating system: Fire OS 5 ‘Bellini’.

The tablets will ship in two colour options – black and white – and start shipping on September 30.

“Fire HD combines an incredibly thin and light design with powerful performance to deliver the best entertainment experience available on a tablet,” boasts Amazon founder Jeff Bezos.

Next is an all-new, refreshed version of the Fire Kids Edition tablet.

If you’ve forgotten, it’s the one with the garish blue/pink protective cover to avoid damage when your child tosses it across the nursery because Timmy from next door got an iPad Air 3 for his birthday.

The tablet prices in at £99.99 (coming September 30), which is a fair amount cheaper than its £199.99 Fire HD Kids Edition sibling.

Changes with the new model include an updated “kid-proof” case, a new kid-friendly web browser, a year’s subscription to Fire for Kids Unlimited, and a 2-year worry-free guarantee.

“Earlier this year, we brought the first tablet built from the ground up for kids and their parents to the UK – and customers loved it,” explains Peter Larsen, Amazon’s VP of Devices. “With the new Fire Kids Edition we’ve added more great content and features for parents and kids while lowering the price.”

Finally, there’s the new Fire, a super-budget tablet that Amazon is peddling for under £50.

The Fire features a 1.3GHz quad-core processor, a 7-inch IPS display, two cameras, and a microSD slot.

It doesn’t sound very impressive, but at £49.99, you can’t expect much more.

We should also note that you can, for a reason unbeknownst to us, buy five Fire tablets and get a sixth one free. Great.

“Today, we’re taking another step in our mission to deliver premium products at non-premium prices,” says Bezos, waxing lyrical on his thrifty new slate. “Fire sets a new bar for what customers should expect from a low cost tablet.”

Will you be buying any of Amazon’s new tablets, or are you holding out for Apple’s assuredly pricy iPad Pro? Let us know in the comments.

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